Subscription-based clothing shop opens on Central

Investing in the latest fashion trends can be a costly endeavor, especially for those squeezing every penny in their pocket, but business owner Danielle Ferarri believes everyone should have accessibility regardless of the hefty price tags. 

Ferarri, who operates the clothing membership-based retail shop Valhalla Resale in Seminole Heights (Tampa) on Central Avenue, is now opening another storefront on Central Avenue – but this time across the bay.  

This week is the soft opening of the 1,500-square-foot Valhalla Resale shop at 3010 Central Ave. in St. Pete.

The business concept is to provide a clothing membership that allows members to borrow three items at a time; starting at $49 per month, customers can borrow three items of clothing at a time with unlimited exchanges.

“Think of it as a Blockbuster but with clothes,” Ferarri said. “I was inspired to make it membership-based on women’s clothing. There’s so much clothing people waste that just sits in their closets.” 

She’s confident the success she’s found in Tampa can be replicated in the neighboring St. Petersburg market. 

“The two markets aren’t totally different. We have customers who travel from St. Pete to Tampa. I knew I could start faster here than any other location given the customer-based knowledge that’s already existing here,” she said. 

Ferarri worked with Jessica Dwyer at the Dalton Wade Real Estate Group to secure the space. Dwyer also worked with the landlord. 

“As a successful woman-owned business with a fresh concept that has broad appeal, I have no doubt Danielle will be very successful,” Dwyer said. 

Ferarri explained she had to roll up her sleeves to make the new shop customer-ready, as it was lined with outdated flooring and a large portrait of Jesus was painted on an interior wall. 

She also had to create a separate backroom for laundry equipment, as they clean all of the exchanged clothes in the shop. 

While Ferarri is focused on dominating the Tampa Bay clothing retail sector with an affordable solution, she hopes she can introduce her concept to “every big city.”